Nike's Value Chain
Essay by 24 • June 4, 2011 • 2,358 Words (10 Pages) • 1,826 Views
STRENGTHS
Strong management team and good corporate strategy in both North American and overseas markets
First movers advantage in e-commerce
Brand recognition and reputation
Trademark "Just Do It"
Diversity and variety in products offered on the web (footwear, apparel, sporting equipment, etc.)
Strong control over its own distribution channel
Strong customer base
Strong financial position with minimal long term debts
Innovative designs in footwear enabling consumers to design their own shoes online
Brand reputation and recognition
Diversity and variety in products offered on the web (footwear, apparel, sporting equipment, etc.) Adidas even offers items not available in its retail stores
Emerging brand name
Pricing strategy is competitive to Nike's
Merger with Salomon will allow Adidas to gain a strong foothold in the Skiing Industry
Secondary web sites (i.e. soccerevolution.com to simply promote soccer, Adidas leads the market in this sport)
WEAKNESSES
Negative image portrayed by poor working conditions in its overseas factories
E-commerce is limited to USA
The direct sale to consumers is creating conflicts with its own resellers
Currently available supply chain, manufacturing, and fulfillment technologies aren't easily integrated with online build-to-order Not known for its research and development leading to innovative designs„«systems
The e-commerce is limited to USA, however, has planned to expand to Canada and international in the near future
Online customer service not "helpful" or easy to find
OPPORTUNITIES
Increasing demand in the industry for products available online
Increase female participation in athletics
E-commerce will reduce the cost of goods sold thus improving the "bottom line"
New technology and innovation to stay on top of market needs
Expand e-commerce to global markets
Possibility of outsourcing the web development and e-commerce to a third party developer
Growing interest in the sport of Basketball. Partnering up with other retailers to sell basketball footwear and apparel
Growing reputation in non-basketball sports will boost e-business
E-commerce will reduce the cost of goods sold thus improving the "bottom line"
Expand e-commerce to global markets
Collaborate with other online retailers to offer Adidas products
THREATS
Negative image due to "sweatshops"
Economic downturn in North America and Asian Countries
Increase in the price of providing technological solutions (e-commerce)
Strong competition from some of its major challengers in all branches of the business
Continuing challenges in import/export duties
Negative image created by the sponsored athletes (i.e. Kobe Bryant and his sexual assault case)
Increase in the Price of Raw materials
Nike's strong reputation in the footwear and apparel industry
Continuing challenges in import/export duties
Threats to free trade and foreign currency fluctuations
Possibility of distress from growing beyond its capabilities
Losing serious ground to Nike in the Soccer industry, which Adidas has a stronghold on
Emerging competitors
Both Nike.com and Adidas have strong positions in the footwear and apparel industry. Integrating e-business to its existing line of business is a key advantage to both companies relative to its competitors. For Nike, to overcome the potential threats, they must continue to be innovative and explore opportunities globally. Furthermore, Nike must focus their energy towards reducing the channel conflict caused by the introduction of e-commerce to Nike's strategy. Nike.com must balance out its efforts to reassure traditional retailers while expanding its own line of business through e-commerce. Very similar to Nike, for Adidas to overcome some of the potential threats they must continue to improve their strategic position in the industry by increasing their e-commerce reach to the global markets. For both companies, it's important to increase the market "pie" rather than increase their market share away from their retailers. Furthermore, the information, such as demographics and preferences, collected from directly selling to the end consumers should be used to market new goods and products.
PORTER'S FIVE FORCES
Barriers to Entry - Low
Due to the large scale of both Nike and Adidas, these firms are able to control their costs to retain performance advantage over emerging competitors in the industry. Their web sites are more sophisticated and enticing to browse, both contributed to their large marketing budgets. The capital injection into web site development is high and
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